Groundhog Day has always been one of the “strange” holidays celebrated in the US, passing each year mostly unnoticed until the release of the 1993 movie by the same name. Suddenly, the day had a whole new meaning. What would you do if you kept repeating the same day over?
Since its release, Groundhog Day has been one of my favorites – I have watched it so many times, I can practically say the entire dialog along with the movie. Although it’s a comedy (possibly Bill Murray’s best), there are still many great lessons tucked away among all the laughs and one-liners.
You start your day feeling excited about a project you’re going to work on for your business. You start working, and after a little while one of two things might happen:
You get stuck on an idea and you’re not sure where to go with it; OR
You get some sort of interruption in the middle of your working time (email alert, phone ringing, your kid needs something, etc.)
Is this scenario familiar to you? What happens NEXT?
Understand your losses
At this point, you fall down a rabbit hole of distraction. You check your email, answer the phone, browse Facebook “to get some ideas,” or even just get up and switch the laundry or start lunch because you think you need a break.
You are actively working against your own success.
You have lost time, twice:
- The first amount is the time it took you to actually give in to that distraction (20 minute phone call, 30 minutes on Facebook, 10 minutes checking email, etc.).
- The second amount is the time you lost switching back and forth between two tasks; this is the actual time your brain takes to catch back up when you force it into a state of context switching.
Though you might understand the first loss, it’s my guess that you didn’t even realize you were losing that second block.
This table illustrates Todd Herman’s research on context switching:
No matter how much time you have to complete any given task, you automatically lose more than half of it just by adding another task into that time frame. The extra 20% goes to your brain, to allow it to mentally shift gears. As you can see, adding more tasks doesn’t grow in even amounts; the amount of time you lose to context switching increases exponentially every time you add another task.
Let’s say you have one hour to write a blog post. If you give in to 5 interruptions during that hour, you’ll actually only get 3 minutes to work on that blog post out of the whole hour, and you’ll lose 48 minutes of it to context switching. No wonder it feels like you never have enough time to do your work!
Improve your Focus.
How can you solve the problem of context switching?
Make it a habit to turn off your phone, close your browsers, and tell your family members not to interrupt unless there’s an emergency when you’re working. Give yourself the time you need in order to really do your work, and you’ll be amazed at how much more time you feel like you have, because you didn’t lose it to context switching!
How will YOU give yourself the time and space you need to get your work done? If you’d like a weekly reminder to focus on your priorities and take action to move you toward your goals, sign up below for my Weekly Course of Action e-mails. Let’s tackle this, together.
Have you ever read an article or listened to a presentation and thought – Well, that’s 20 minutes of my life I’ll never get back! Is your audience thinking the same thing about the content you create?
If you’ve ever written an important paper for a school assignment (no matter – ahem – how long ago that might have been!) then you know: it takes research, planning, and time to create something of quality – something that deserves an A+. So… how much time are you putting into the content you create for your business (blog posts, sales pages, newsletters, and more)?
Your audience is inundated with content every single day. If the content you produce isn’t A+ quality, they’re not going to stick around to finish it.
Here are some ways you can improve your content to make it worthy of the people you’re trying to reach:
Share your Wisdom
Just like in school, it’s time to hit the books! Read articles, books, and blog posts on your topic. Educate yourself, and then pass that knowledge along to your audience members. A well-informed audience is more likely to make the decision to buy what you’re selling down the road, so invest the time now to educate them!
Teach a Skill
A type of content that’s usually guaranteed to get good results is the one that teaches a valuable skill. Think about what your audience members would typically type into a search engine, and then write an article or film a tutorial that walks them through the process of learning that skill!
Explain the Why
Last week I reminded you that you can’t sell a solution without first getting your customer to understand that she has a problem. The content you create is a great place to explain to someone WHY they might need the products you sell – to guide them toward an understanding of the problems they face, even if they don’t know it yet.
Assess the Value
How much is your content worth? If you were offered the chance to pay for the information or skills you’re sharing, would you spend money on it? If not, then it’s not very valuable even if it’s free! If you seek to always create content that’s worth paying for, then your customers will feel like they’ve gotten so many freebies from you already that they’re happy to pay you for the “next level” content you want to sell. They will believe in the value of your gated-entry paid products and services because they’ve experienced that value first-hand in your free content.
Pro Tip: The value in your content should be for your audience, not yourself! YOU are most likely NOT a member of your own target demographic. (A classic example: if you sell handmade quilts, the value of the quilt should be the price a non-quilter is willing to pay for the skill that went into it! It’s not the value as perceived by someone who could make their own quilt.)
Listen and Serve
When you give someone a gift they don’t like, you can see the disappointment on their faces. The reverse is also true: when you’ve done your research and purchased that perfect item someone will love, they light up when they receive it. Your content is no different – it should be a gift that you hand-selected for your audience, based on their needs, desires, and pain points. Make it a point to listen to your customers, and always deliver content that solves the problems they’re having in the moment.
If you’re not regularly taking the time to create high-quality content that serves your audience and brings in new business, why are you wasting any time or money creating it in the first place?
If you know your content is lacking and you’re ready to do something about it, join us in June as we read Epic Content Marketing with the Small Biz Book Club! We’ll learn how to create high-quality content that serves our readers and helps them see the value in what we have to offer the world. Enter your information in the form below to join us for the book club: